1) The company's mission is to build the world's most effective customer generation platform through smarter customer generation. 2) They have four core strengths - return on investment through a pay per lead model, large scale of 660,000 leads per month in 120 countries, marketing expertise with 250 staff, and a data driven approach using client feedback and algorithms. 3) As teams grow in size, complexity can decrease output due to relational loss, increased coordination costs from more connections that need to be made, and lower motivation from feeling like part of a crowd. Rapid testing, adapting processes, and providing tools to improve processes are keys to continuing to scale effectively.

2. Scale, Adapt and Scale Again
Pieter Verstuyf
Director of Paid Media

3. Our mission is to build the world’s most
effective customer generation platform.
Smarter Customer
Generation.

4. Four Core USPs
Return on
Investment
Scale
Our pay per lead model gives a
clear and easy model to calculate
client returns.
We generate 660,000 leads per
month in 120 countries.
We have the volumes to have a
significant impact on clients sales.
Marketing
Expertise
Data Driven
Approach
We have 250 marketing staff
working across many different online
marketing disciplines.
Our scale allows us to stay ahead of
the game.
We have a team dedicated to
analysing and optimising campaigns
using our client’s feedback &
proprietary algorithm.

5. The start

6. The start

7. The startA growing team

8. A growing team
Why does complexity decrease output?
1. Relational loss Feel less support as
the team get larger…

9. 2. Coordination cost: missed connections
7 -> 21
400 -> 79600
25000 - > 312,475,000
Startup
MVF
Facebook
# OF LINKS = N(N-1)
2
WHERE N = # OF PEOPLE

10. A small test

11. 3. Motivation cost: the discouragement of
getting lost in a crowd = social loafing

12. 3. Motivation cost: The discouragement of
getting lost in a crowd = social loafing
100% 92% 85%
78%
100%
Ringlemann’s Rope Pulling Experiment

13. It’s all about testing
Rapid testing is the most
effective way to predictably
grow a business. High-tempo
testing drives growth.
Sean Ellis
“
1. SCALE
”

14. It’s all about testing
• Because youmovefaster, you’ll effectively extend yourrunway
• You create more momentum, which drives furthergrowth
• Youlearn faster what works, and what doesn’t
• Because youdo, you’ll have muchmore options to get to profitability
• If you test faster, it’ll often also end upbeing cheaper(because youship
smaller iterations)
• It’s lean as f*ck
1. SCALE

15. Value of iteration is often forgotten
•Trick Question:Who performs better,
a businessstudentor a kindergarden
student?
•Actual Question:Why?
1. SCALE

16. Value of iteration is often forgotten
1. SCALE

17. The core metric is cycle time
“
2. ADAPT
”
The period required to
complete one cycle of an
operation; or to complete a
function, job, or task from
start to finish.

18. Why’s that important?
• You can nevercontrol outcomes.
• You can only control inputs.
• So focus on the inputs, notthe output.
2. ADAPT

19. Biddable freelancer process
Our Facebook ads are not the most aesthetically
pleasing.
Titus, President, MVF
What defines a good creative?
Andrew, COO, MVF
“
“
2. ADAPT

20. Quality?

21. Biddable freelancer process
2. ADAPT

22. 2. ADAPT
Benchmark what you know and be conservative
How long does it on average take to create an ad image?
A: 45 minutes => 30 minutes => 14 images / 7 hour day
Run the numbers and get to breakeven plus some
• Average salary team £145 / day
• Average salary (good*) freelancer £300 / day
• Conclusion: Freelancer needs to create 45 acceptable ad images in a day
• Outcome: Freelancer created 90 on her first day

23. 2. ADAPT
Benchmark what you know and be conservative
How long does it on average take to create an ad image?
A: 45 minutes => 30 minutes => 14 images / 7 hour day
Run the numbers and get to breakeven plus some
• Average salary team £145 / day
• Average salary (good*) freelancer £300 / day
• Conclusion: Freelancer needs to create 45 acceptable ad images in a day
• Outcome: Freelancer created 90 on her first day

24. 2. ADAPT
Benchmark what you
know and be
conservative
• GP/creativeonfirstclick (not
iterations,re-uses, otherchannels)
• £200/ image
• £600/ video
• £20,000/ canvas
Run the numbers and
get to breakeven plus
some
• Image & Video:£9000GP / Day=> 23%
improvement onProfit/Salary
• Conclusion:Success!

25. 2. ADAPT

26. Quantity > QualityFocus on
2. ADAPT

27. But how to ensure quality?
Process
2. ADAPT

28. Growth hacking is about process
Brian Balfour (formerVP of Growth @Hubspot)
“Youneed a processthat is going to continually generatenew growth ideas, test
them efficiently, learnfrom them effectively and use those learningsto navigate
towards unlocking continual growth.
2. ADAPT
”

29. Buzzfeed design process
3. SCALE AGAIN

30. Buzzfeed’s trajectory to improvecreative process
3. SCALE AGAIN

31. Buzzfeed’s trajectory to improvecreative process
Went fromanalyzing outputs to improve inputs to realizing it’s about providing tools to improve the process
and the inputs. Thismeant:
• Smart people
• Surfacing ideas elsewhere, easily
• Providing tools to deliver tests quickly and analyzeresults
3. SCALE AGAIN

32. Final example: onboarding
What arethe scaling issueswith onboarding programmes?
• Relational loss
• Coordination cost
• Motivation cost
3. SCALE AGAIN

33. MVF Academies
3. SCALE AGAIN
3 months Providetools

34. 3. SCALE AGAIN

35. Suggested areas to improve process
• Communication tools
• Automate data gathering
• Outsourcing clearly defined roles and track their cycle time
• Make teams feel smaller
• Radical transparency & frequent feedback
3. SCALE AGAIN

36. Conclusion
Scale
=
Scale
+
Adapt

37. Q&A